How To Write Good Copy

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

Anyone Can Write Good Copy

I remember a time when I could not write a converting headline if my life depended on it. Anyone can write good copy , I’m living proof.

Writing powerful “attention grabbing,” benefit driven, knock out punch headlines that are bursting with excitement that get your prospects jumping  to take action now!

Learning to write good copy is a must if your serious about making money online. All the top gurus’ had to it at one time to get where they are now.

The headline of your sales messages, whether in an on-line ad, in the local newspaper or in an email subject line is responsible for 70% to 80% of the response from your sales message. The success or failure of any marketing effort depends, to a large degree, on the power of your headline.

Pay very close attention here. This is one of the most important skill-sets of all in your business.

With the average headline, only 200 people out of 1000 will go on to read your ad. And that is where your profit is sitting. Grab another 200 customers with an exciting headline and you will double your sales. Lose 100 readers with a poor headline and you lose half your sales. Big difference.

Headlines are just that important. Even poorly written ads have been very successful because of the overwhelming power of interesting and exciting“attention grabbing” headline.

Your prospects will decide whether to read your sales message in only two or three seconds. That’s all the time they will give you to read your headline. Really, you and I are no different. Think about it… We do not READ a newspaper, we SCAN the headlines, article headlines and ad headlines. We are looking for only what interests us at the moment, right?

Here are  Four Tips on how to write good copy for your next powerful, attention grabbing” headline for your business

1. MAKE SURE YOUR HEADLINE IS THE FIRST WORD GROUP YOUR PROSPECT SEES When You Set Out To Write Good Copy.

I know this may seem like a “no-brainer” but I see this mistake time and again, particularly in local newspaper advertising or on web sites. And even more amazing, the ads that the newspaper “experts” use to promote themselves seldom follow this rule.

Take a look through your newspaper. Notice how many businesses start out their ad with their store name and location right at the top. HUGE mistake! This is a terrible waste of their prime “real estate.” It’s an ego thing and can easily cost them 25% to 50% of their potential sales.

Always keep in mind, the public could careless about you or your product. Sorry to be the one to tell you that. It’s a tough pill to swallow sometimes, I know, but the fact of the matter is , your prospect is only interested in themselves and fulfilling their current desires. As humans, we are all self-centered by nature. That doesn’t mean we’re selfish, just self-centered on “what’s in it for us.” Big difference.

Put your company name at the bottom. If the headline draws them in to read your ad, and you convince them to take action they will find your business name, no matter how small.

Make sense?

Good.

2. Write Good Copy That DELIVERS THE PUNCH LINE

The “punch line” is the unique and powerful part of your sales message. You aren’t telling a joke here. Do not save the best part of your offer until last. Determine the most compelling part of your offer and put it right at the top of your ad in BIG, bold print. Virtually shout it out! And make the wording active, not passive.

For example: “Save 50% On Your Next Suit” is passive. “Take Home Two Suits For The Price Of One” is an active headline.

Understanding this key difference between passive and active headlines will make a HUGE difference in all of your marketing efforts. Most miss this and write boring (passive) stuff.

3.To Write Good Copy USE ‘WORDS’ YOUR PROSPECT ARE SEARCHING FOR

Here is another costly mistake you’ll see every day. Do not try to get everybody to read your ad by being vague or cute. “Everybody” is not your potential customer. Your prospects are only those who want now what you have for sale today. By trying to capture everybody, you will actually lose many of your most important prospects – the ones that want to give you money.

Your headline should sort out the buyers. Be specific. If you are selling Men’s Suits, then say “Men’s Suits,” not “Men’s Clothing.” Do not say “Men’s Clothing Sale.” Say something like: “Men’s Suits – Two For The Price Of One For A Limited Time.” The more focused your headline, and your sales message, the better the response.

4. YOUR HEADLINE SHOULD BE SHORT AND SWEET

The headline should be as few words as possible, yet long enough to tell them what you are selling and why they should read your message. Usually ten words or less is a good target. The consumer will read longer headlines if the first four words grab their attention. If you need more words, start with a large, short headline leading to a smaller type, longer worded sub-headline.

Email ‘Subject Line’ (Headline) Tip:

No matter what subject line you write, keep it short and sweet, because many e-mail programs cut off long subject lines. Here are the maximum subject line lengths (including spaces) in some popular e-mail programs:

AOL: 52 characters
Hotmail: 45 characters
Outlook Express: 64 characters
Yahoo: 80 characters

Here are some simple and fun ways to find profitable headline ideas that will allow you to write good copy hidden right under your nose…

Look through your newspaper every day. Watch for headlines on articles and ads that really grab your interest. Think about why those headlines worked on you! While waiting to check out at the supermarket, read the headlines on the gossip tabloids. Those headlines are THE main reason, if not the only reason, millions of people buy them every week. Super market tabloids have the highest paid copywriting experts on staff who do nothing but write compelling and extremely profitable headlines. And these headlines are always good for a little entertainment too…

Your junk mail is a virtual goldmine of great headlines and sub-headlines. Save the ones you like for future use. Mix, match and adapt these headlines to suit your business. If you see a headline used over and over again, it’s because it is making a lot of money for that company. You do not have to re-invent the wheel. Somebody paid $1000′s to write good copy, and $1000′s more to test it – and you get to use it free.

Start saving yourself a swipe file of headlines and emails that catch your eye and refer back to them often for inspiration to help you write good copy.

You could save them to your computer or print them out and save back in a filing cabinet. I have tons of emails in my swipe file , I go back and look at them on an ongoing basis for new ideas to write good copy and headlines.

Practice how to write good copy in the subject line of your personal emails. This is fun practice and your recipients will enjoy it too. “RE: This Weekend” is passive and boring. “RE: Let’s Hit The Beach This Weekend” is active and exciting…

How To Write Good Copy And Attention Grabbing Headlines

And always be reading and studying a good book on marketing and how to write good copy. You should be involved in at least one marketing or copywriting related book or course at ALL times. Continuing education in this area will be a HUGE difference maker in your marketing efforts. Hands down.

One I recommend is web copy that sells,get now by clicking here

One excellent book and a favorite of mine for some time now that I often recommend is “Hypnotic Writing” by Joe Vitale. Even though I’ve already read the book, I still use it as a reference guide when writing new ads.

A few more favorites of mine: “Outrageous Advertising” by Bill Glazer. This one has tons of exhibits you can use in your business month. plus it has over 100 winning headlines listed.

And “The Ultimate Sales Letter” by Dan Kennedy. This one has been responsible for more winning ads and headlines than just about any other.

Check em out! No, buy them all and read them!

If you follow these tips, you will become an expert on how to write good copy in no time – smarter than 90% of your competitors and 80% of newspaper advertising consultants. I’m dead serious.You will be an expert on How To Write Good Copy.

Want online success,write good copy!

Everything online relies on how to write good copy.

The gurus will tell you to write good copy.

Its so clear,so write good copy.